Growth Strategies of Banyan Tree



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Code : COM0009

Year :
2004

Industry : Leisure and Tourism

Region : Singapore

Teaching Note:Available

Structured Assignment :Not Available

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Abstract: As most of his family were running businesses that were getting hit by low cost competitors from other Asian countries, Ho Kwon Ping (Ho) decided to venture into tropical luxury resorts to create a brand for himself. He started Banyan Tree, with a solitary hotel resort in 1995 in Thailand. It was the first to introduce the concepts of pool villas and tropical spas to the world.

Banyan Tree soon expanded into a luxury-resort chain with its hotels, resorts, spas and retailing galleries spread over Singapore, Bangkok, Shanghai, Bangalore, Sydney and Seychelles. With its diversified operations, Banyan Tree became the only Asian company to feature in the book 'Uncommon Practices' published by 'Financial Times Prentice Hall' along with other world famous corporates like Virgin, Harley-Davidson, Manchester United and others. It was also named the 'Best Asia-Pacific Resort Hotel' for the second time in the 'Business Traveller Asia-Pacific Awards'.

Pedagogical Objectives:

  • To highlight the growth of Banyan Tree
  • To discuss how Banyan Tree was able to differentiate its hotels and resorts from its competitors by leveraging on its theme of Asian resorts.
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    Keywords : Banyan Tree; Pool villas; Spas; Ho Kwon Ping; Uncommon practices; Growth Strategies Case Study; Wah Chang Group; Conde Nast Traveller; Tropical garden spas; Retailing galleries; Angsana; Colours of Angsana; Tropical luxury resorts; Business Traveller Asia-Pacific Awards; Asian hospitality industry; Eastern therapies

    Contents :
    Banyan Tree - Laying the Foundations
    Luxury Hotels and Resorts
    Angsana Spas and Resorts


    Case Introduction >>


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